Starbucks Signing Store in Permas City

 

Sign language was developed as a useful means of communication in communities of people with hearing challenges or deafness, and among people with deaf family members.

 

Facade of the Starbucks Signing Store
in Permas City, Johor 

My earliest experience of signing was when I met hearing-impaired staff at Johor Area Rehabilitation Organisation or JARO, when I visited the showroom with my mother and aunties who were regular shoppers of handicrafts made by persons with disabilities.  

 

Since my childhood experience with JARO, I have gone on to cover numerous stories about JARO over the years, to the point where their staff have become familiar with me.

 

In fact, I was so inspired by the work of JARO with people with disabilities that I have documented the JARO story in My Johor Stories 3: Proudly Johor, Then and Now, the third and final instalment that completed the trilogy of My Johor Stories.

 

Front entrance to the
Starbucks Signing Store

Recently when I received the invite from Starbucks to the opening of their fourth Signing Store at Permas City – the first one in Johor – I was more than keen to be part of this special event.

 

Starbucks has long been dedicated to making a meaningful impact in the community and it was indeed a very special double celebration because December 17 marked the opening of its fourth Signing Store as well as the 26^th Anniversary of Starbucks Malaysia.

 

This new opening builds on the success of the Signing Stores opened in Kuala Lumpur in 2016 followed by two more in Penang and Kuching, Sarawak.

 

In fact, the first Signing Store that opened in Kuala Lumpur was also the flagship Starbucks Signing Store that inspired the opening of Starbucks Signing Stores worldwide.

 

A warm welcome in on Opening Day

Starbucks Malaysia continues to lead as the only coffee chain in the country with Signing Stores which are dedicated to supporting and uplifting people who have hearing disabilities.

 

I arrived at Permas City, well ahead of the event start time and was encouraged to see the uniquely designed café façade that announced that this Starbucks store was Proudly Served by Deaf Partners.

 

At the front entrance, glass wall panels were decorated with painted figures that represented Deaf Partners whose hand gestures demonstrated the signing for welcome phrases like, Selamat Datang and Hello!

 

Another view of the facade with the
signing name for JOHOR

It was good to see that the identity of this café was clearly defined by the hand signs next to the alphabets that spell, STARBUCKS.

 

While there are hand signs that represent each letter of the alphabet, I learnt that it may be tiresome to spell out each word every time so for ease of communication, the signing community have created shortforms for names and common words.

 

During the introductions, I observed that they will spell out their names by signing the alphabets and go on to show us their signing name – a shortform or nickname – unique to them.

 

Later I learnt that the shortform sign for JOHOR was by holding an open palm facing downwards placed against the forehead as if to look afar, which symbolizes the beret which the Johor Sultan often wears.

 

Mohd Akmal, store supervisor [Right] 
introducing the Malaysian Sign Language

To celebrate the store opening, the event welcomed members from Society Deaf Johor (SDJO) and athletes from Johor Deaf Sports Association.

 

Starbucks started with just one deaf partner assisting at one of their stores and has grown significantly by employing over 20 deaf partners, nurturing 11 coffee masters and four advanced coffee masters while upskilling five deaf partners into supervisory roles.

 

With the opening of the Signing Store at Permas City, Starbucks promoted deaf partner, Mohd Akmal, to the role of store supervisor.

 

Mohd Akmal "speaking" to us with
confidence using sign language

I joined Starbucks as a barista when the world’s first Signing Store was established at Bangsar Village II in 2016 and I never thought I would one day be leading a team,” said Mohd Akmal.

 

“Starbucks has supported me with training, guidance and encouragement, helping me grow both professionally and personally.

 

Becoming a supervisor and being part of the opening team at the fourth Signing Store located in Permas City, is a dream come true and I am so thankful for the opportunities I have had to develop and show that the deaf community can achieve great things,” he added.

 

As part of its efforts to uplift this community, Starbucks actively collaborates with deaf artists to commission unique art pieces that celebrate their talents and stories.

 

Rina Siew [Left] explaining the rationale for the
painting, The Colours of Joy, by Wong Jia Yaw

One of the walls in the Permas City store features a painting by Wong Jia Yaw, a Malaysian deaf artist whose painting, The Colours of Joy, celebrates deaf culture and its journey, in shades of colours that mirrors the growth of coffee cherries from green to vibrant red.

 

Each stage symbolizes resilience, growth and the uniqueness of the deaf culture. At the heart of this piece of artwork at handshapes that sign the alphabets, J O Y, that reflect connection, creativity and the cultural pride of Bahasa Isyarat Malaysia (BIM), the native language of Malaysia’s deaf community.

 

The vibrant colours and handshapes come together to envision a deaf-inclusive world, one that celebrates diversity and enriches society through the contributions of this community.

 

Deaf partners serving customers who have 
learnt to place their orders through signing

During the event we had the privilege to learn the alphabets using the BIM signing language guided by Mohd Akmal. He also demonstrated the signing phrases for placing orders at the signing store to indicate the customer’s choices for Americano or Latte and in various cup sizes.

 

It was a pleasure to meet with Rina Siew, Senior Manager for Sustainability and Social Impact and Secretary of the Sustainability Committee with Berjaya Food Berhad, the visionary behind the Starbucks pioneering signing store that empowers the deaf community.

 

Rina was an instrumental member of the working committee for the first Starbucks signing store in the world that opened in Bangsar Village II in 2016, that sparked much interest for the opening of more signing stores worldwide.

 

While she joined Starbucks some 18 years ago as a part-time barista, her career with the company continued for more than a decade in various roles that spanned from marketing and public relations communications to digital strategy.

 

Wait for your order number to 
appear on the poster [behind this
counter] then collect your orders

She was working with a number of deaf partners before the development of the first signing store and as Head of Sustainability and Social Impact, her goal was to create a more inclusive work environment, driven by a desire to leave a lasting legacy of positive change for “People, Planet and Coffee.”

 

In 2023, the Department of Social Welfare (JKM) revealed that there were over 46,000 people in the nation who are living with hearing impairments.

 

A 2022 JKM report indicated that the states of Selangor, Kuala Lumpur and Johor had more people with hearing disabilities than other states so the need for more inclusive and safe spaces for the deaf community is greater than ever.

 

It was an eye-opening experience at this event as we learnt that signing language is not universal and while there may be many common words and phrases used, signing vocabulary was unique to each language and culture.

 

In fact, local signs were created in collaboration with the deaf community and NGO’s for common phrases like Nasi Lemak and Wonton Noodles.

 

Rina encouraged everyone to learn the Malaysian sign language which serves as an additional skill for all. It was indeed food-for-thought when she reminded us that this unique language can be very useful particularly in crowded and loud places.

 

This Starbucks Signing Store in Permas City represents a significant step forward in creating opportunities for the deaf community in Johor and shines the spotlight on their talents and potential to contribute positively to the community.

 

As part of Starbucks Malaysia’s 26^th Anniversary celebrations, Persons With Disabilities/Orang Kurang Upaya (PWD/OKU) cardholders will enjoy a 15% discount on food and drinks.

 

This season's collection included
this tumbler with a covered straw

To celebrate the opening of the Starbucks Signing Store in Permas City, customers who spend a minimum of RM50 in a single receipt will receive a FREE coaster, while stocks last. All promotions are exclusively available at the Starbucks Signing Store Permas City and subject to terms and conditions.

 

This new opening in Johor promises to be an inclusive and interactive experience that offers a variety of engaging experiences. This store also presents Signing Store merchandise and limited-edition Permas City Signing Store Starbucks Cards – valuable collectibles – to commemorate this meaningful occasion.

 

Drop by at the Starbucks Signing Store, located at No. 01-19 Blok A, Permas City, Jalan Permas Utama, Kawasan Perdagangan Permas Utara, Bandar Baru Permas Jaya, 81750 Masai, Johor. Brewing Hours are from 8am to 11pm daily.

 

For more info, visit official webpage at starbucks.com.my and check out Instagram.com/mystarbucks.